New Designs Of Villa Vacations, Part 3: Private Trade Winds
Within the past weeks, i have written about The Designs of Villa Living, highlighting Abercrombie & Kent Villas, and Villazzo and VVillas. Both companies have designed exceptional villa vacations in both American and Europe. Private Trade Winds has taken the villa vacations concept a step further, as these villas are located in Europe, America, the middle east and on the high seas.
Private Trade Winds is a different business model from others– it is a Five Star villa vacations rental service combined with a luxury travel service. The PTW private villa portfolio includes more that 400 classic and modern villas all of which have passed the PTW Luxury Quality Assurance standards.
" Private Trade Winds defines the full gamut of luxury travel, but our villa rental component is extremely popular with our highest end clients." said Irene Aviles, President and CEO of Private Trade Winds. " ...and especially this year. Our most successful year was 2007-2008, but 2009 was not so great – we did not fail, but we remained sort of static. But it seems the moment January 2010 came around, we had a lot of business. Indeed, we have grown 61% YTD, which is quite substantial."
This growth is not surprising, and was indeed expected by Private Trade Winds as they commissioned a Research Survey done on villa vacations, done by the Harrison Group -- a leading marketing and strategic research consulting firm headquartered in Waterbury, Connecticut.
"We wanted to know who would be most interested in using our Villas our Villa vacations and why, " said Irene, " We also wanted to know was in store for us this year. Our survey taught us the following:
• Enthusiasm for the notion of a villa vacation is widespread. Fully 85% agree: "I like the idea of vacationing in a private vacation home, such as a villa or luxury condo." But there remains considerable room for category growth, as only 46% have taken a villa vacation in the past two years. Even among the $500K+ income group, the gap between interest (82%) and recent experience (68%) remains substantial.
• Among those taking villa vacations, satisfaction levels are extremely high – 97% described themselves as "very satisfied" or "satisfied," surpassing even the high satisfaction ratings garnered by timeshares (87%) and fractional real estate (86%). Roughly two-thirds describe their recent villa vacations as more enjoyable than their recent hotel vacations.
• Villa vacations are typically...
a social experience. They are typically taken with family (54%), friends (21%), or a
combination of both (25%).
near the water. Over 60% of villa vacations are taken at beach destinations. Conversely, of course, about 40% are not taken at the beach, including those taken at urban, mountain, and other locations. Besides spending time at the beach, common activities while on a villa vacation include water sports (33%), spa sessions (31%), museum visits (28%), golf (27%), hiking (25%), boating/sailing (21%), and skiing (5%).
not in Italy. When asked what associations they have with the word villa, many travelers stated that Italy immediately comes to mind. Although Italy was the birthplace of the villa during the Roman Empire, and it has many fine modern villas as well, but only about one-in-ten villa vacations are in Italy.
• The space afforded by private vacation residences is appealing, particularly when families are traveling together. Villa accommodations foster a sense of privacy, one often reinforced by having multiple bedrooms (e.g., separate bedrooms for parents and kids). The appeal of privacy is easy to understand – nearly half (47%) of affluent travelers have been interrupted or embarrassed by a housekeeper or hotel staffer entering their hotel room. Of those, most (51%) were doing "nothing in particular," but 8% were naked and 7% were "being romantic."
"We have much work to do, " concludes Irene. " One of the things we are working on educating our clients about is the difference between a modern villa and a classic villa experience." Both have their places, but we feel the modern villa – which could be anything from a one bedroom condo top a 13 bedroom estate, is what many are looking for. Our clients choose us because of our flexibility and those who want to try out Villas that are comparable to their own second, third or four homes, but in different areas. Given our fee structures, ranging from $300 to $2000 per night, and our variety of residences – golf, mountain-desert, plus residences in unique destinations, we can accommodate one person, small families, large ones , and even groups of families and others. We are the only Villa company thus far that has a villa residence on the World of ResidenSea, and one Villa in Dubai. We are always looking for more exotic destinations, as our goal is to provide our clients as many destination options as possible."
Gallery: Private Trade Winds